Bowie, David. creator author Buttle, Francis. author text Electronic books. xx 2011 Second edition monographic eng 1 online resource (449 pages) This introductory textbook shows you how to apply the principles of marketing within the hospitality industry. Written specifically for students taking marketing modules within a hospitality course it contains examples and case studies that show how ideas and concepts can be successfully applied to a real-life work situation. It emphasises topical issues such as sustainable marketing, corporate social responsibility and relationship marketing. It also describes the impact that the internet has had on both marketing and hospitality, using a variety of tools including a wide range of internet learning activities. Part A: Introduction -- 1. Introduction to hospitality marketing -- Part B: Pre-encounter Marketing -- 2. Marketing research -- 3. Understanding and segmenting customers -- 4. Competitive strategies -- 5. Developing the offer -- 6. Locating the offer -- 7. Pricing the offer -- 8. Distributing the offer -- 9. Communicating the offer -- Part C: Encounter Marketing -- 10. Managing the physical environment -- 11. Managing service processes -- 12. Managing customer-contact employees -- Part D: Post-encounter Marketing -- 13. Managing customer satisfaction -- 14. Relationship marketing -- Part E. The Marketing Plan -- 15. Marketing planning -- Index. David Bowie and Francis Buttle. Hospitality industry Marketing TX911.3 .M3 B69 2011 647.940688 Bowie, David Florence : Routledge,c2011 9780080967929 https://login.ezproxy.pucpr.edu/login?url=https://ebookcentral.proquest.com/lib/pucpr-ebooks/detail.action?docID=670204 https://ebookcentral.proquest.com/lib/pucpr-ebooks/detail.action?docID=670204 https://login.ezproxy.pucpr.edu/login?url=https://ebookcentral.proquest.com/lib/pucpr-ebooks/detail.action?docID=670204 https://ebookcentral.proquest.com/lib/pucpr-ebooks/detail.action?docID=670204 MiAaPQ 211129 20220608180649.0 EBC670204 eng